Green marketing: Are environmental and social objectives compatible with profit maximization?

Along with others, we recognize the impact of human action on environmental quality. At the same time, we note that businesses have entered the 'green market'. The goal of this paper is to open a discussion about green marketing. We raise questions regarding how firm governance impacts the ability of firms to incorporate environmental objectives into profit maximization. Additionally, we discuss the green marketing strategies that firms have chosen to use, as well as public and private options available for eco-label monitoring and enforcement to avoid additional consumer confusion.